0
less $$? more whuffie!
  how social capital is the key to building your
   business...even in tough economic times
the theme of this
  conference is
the power of less
#awesome
cause I’ve always done
     it that way
$1.2mm
competing against
budgets >$100mm
became the #2
  bestseller
[and, consequently,
made alot more $$]
the $$ driven
campaigns focused on
we focused on
$0
netted >1MM uploads
24 hrs
??
“
   Half the money I spend on




                                  ”
    advertising is wasted; the
trouble is I don't k...
when you use
you can’t be quite sure
 who will receive your
     message like
but when you
you know exactly where
      you stand
which is why
when it comes to
   marketing
whuffie is wiser
lemme explain
web 2.0
Facebook = >180Million users
Blogs = >115Million+ (+China’s 75M)
MySpace = >110Million users
Orkut = >75Million users
Twit...
Twitter = >24,000 followers (>1300 followed)
Facebook = >2,500 friends
Flickr = >1,200 friends



                        ...
scary
newsflash:
you can’t shut the
 internets down
#FAIL
but I was actually really
 curious about this...
why were some
companies being
  received with
while others were
being greeted with
?
while I was pondering
this I picked up a book
            by
http://www.flickr.com/photos/eschipul/437288525/
[cory doctorow]
[boing boing]
instead of $$
whuffie
=
social capital
=
reputation
connections
(both strong and weak)
influence
access to resources/
    talent/more
    connections
favors added up
  (reciprocity)
publicly known
accomplishments
levels of trust
etc
in cory’s future
when you
http://www.flickr.com/photos/notic/86343146/
whuffie
score
high score
=
good reputation
trustworthy
listen to their advice
you can also buy stuff
  with your whuffie
http://www.flickr.com/photos/brraveheart/2072543750/
but something
sounded familiar to me
it isn’t futuristic nor is
        it fictional
it’s here and now
it’s how we relate to
     one another
online communities
ping!
Friended!
ping!



hmmm...don’t know him well enough to transfer
trust...
A. ask for more info
B. ignore for now
so if
a quick
http://www.flickr.com/photos/notic/86343146/
would tell me
he’s not interested in
   being my friend
he wants value from
       me
without providing me
     any value
[reciprocity]
if you want to become
     an influencer
someone who is
  whuffie rich
whose ideas spread
who is well-loved
you need to
credibility
it’s really as simple as
           that
but there’s a catch
didn’t happen overnight
it required a different
      perspective
alot of time and
   attention
it won’t cost you very
      much $$
and you’ll see results in
      real time
it involves
5 key components to
   raising whuffie
#1.
turn that bullhorn around
how marketing looked before
       the internet
then came the competition
got louder
and louder
led to
main characteristic
impersonal
http://www.flickr.com/photos/b-tal/179390300/
http://www.flickr.com/photos/tin-g/90143310/
which is why
people we trust
if you are still
you are totally missing
http://www.flickr.com/photos/striatic/133146861/
if you want to
http://www.flickr.com/photos/klapow/39693385/
sounds easy, but it isn’t
focus on individuals
understand the needs of a
       community
that’s totally challenging
but if you don’t listen...and then
   respond...the silence will
smack down your whuffie
just ask Dell computer
http://www.flickr.com/photos/nrkbeta/3283932325/
“
DELL SUCKS. DELL LIES. Put
  that in your Google and


                       ”
       smoke it Dell!
         Jeff Jarv...
http://www.flickr.com/photos/laughingsquid/464177597/
Dell turning the bullhorn
         around
1. Direct2Dell - blog where people could start
   talking to Dell about their ex...
DELL turned their whuffie
  deficit into a whuffie making
machine, stopping their decline
in sales and stopped their bad
 ...
but if you want to really
         become
#2.
 become part of the
community you serve
getting out
the question is
figure out
who is it that you serve?
what problem are you solving?
for whom?
knowing that makes it easier
then join them!
not as market research
not as a voyeur
not to sell anyone anything
if you join a community with
     the wrong intentions
authenticity matters
what you need to figure out is
learn from that
integrate it into what you are
            offering
lastly figure out
why would they give a damn?
seemingly infinite choice
what is the difference between
you need to be remarkable
because then
some people may even give a
          damn.
and how does one achieve
     remarkability?
#3.
create amazing customer
       experiences
when I say amazing
I mean experiences that lead
             to
http://www.flickr.com/photos/lugolounge/6780004/
http://www.flickr.com/photos/teointarifa/490408075/
http://www.flickr.com/photos/60852569@N00/242746787/
and then you will
this doesn’t need to be
      complicated
10 things you can do to create
    amazing experiences
1. The Dazzle is in the Details.
moleskine
http://flickr.com/photos/confusedvision/226129765/
1. The Dazzle is in the Details.

2. Go Above and Beyond.
TED conference
http://flickr.com/photos/stewart/433935679/
1. The Dazzle is in the Details.

2. Go Above and Beyond.

3. Appeal to Emotion.
vosges
http://flickr.com/photos/quintanaroo/1516782327/
1. The Dazzle is in the Details.

2. Go Above and Beyond.

3. Appeal to Emotion.

4. Inject Fun into the Experience.
flickr
http://flickr.com/photos/joshb/1408947023/
1. The Dazzle is in the Details.

2. Go Above and Beyond.

3. Appeal to Emotion.

4. Inject Fun into the Experience.

5. M...
method home products
http://flickr.com/photos/schweb/2890697924/
6. Let People Personalize.
moo cards
http://flickr.com/photos/schweb/2890697924/
6. Let People Personalize.

7. Be Experimental.
threadless
6. Let People Personalize.

7. Be Experimental.

8. Simplify.
37 signals
6. Let People Personalize.

7. Be Experimental.

8. Simplify.

9. Make Happiness Your Business Model:
   increase autonomy...
Zappos.com
http://www.flickr.com/photos/laughingsquid/2476324694/
6. Let People Personalize.

7. Be Experimental.

8. Simplify.

9. Make Happiness Your Business Model:
   increase autonomy...
community.intuit.com
#4.
embrace the chaos
controlling the message?
heh
http://www.flickr.com/photos/wiseacre/153532248/
I know...it’s hard to
embrace the chaos...
long history
of fear
the fear mongers
•   corporate espionage

•   competition

•   security

•   litigation

•   bad-mouthers

•   mistrust
it’s on their shoulders

•   Legal

•   Public Relations/Corporate
    Communications

•   IT
understand the need
    for security
but balance it with the
 need for openness
there are many benefits
   to openness and
     transparency
benefits of embracing the
          chaos
•   you’ll be better prepared for the unexpected

•   you’ll join in the convers...
in the old days, you had
 one chance to get the
  message just right...
today, you have multiple
conversations and iterations to
 build that message with your
  customers and audience.
Funny how we create our own rat
  traps in our success. Once we're
'there' we can no longer do the stuff
 that made us suc...
...or can we?
we’re just one more step away
             from
here is some food for thought
while money is part of the
market economy
whuffie is part of the
it acts kind of opposite
the more you give away, the
   more whuffie you gain
whuffie is only valuable when it
           circulates
and as it circulates, it
but we still need to make $$
      to pay the rent
so the question is...
what can you give away that
  won’t leave you broke?
#5.
find your higher purpose.
born out of passion?
serving a need?
fighting the good fight?
maybe that stuff doesn’t
     interest you
maybe you just want to
does it mean that you will be
        whuffie poor?
nah.
you just have to find a way to
 give back to the community
the more you give, the more
     that comes back
5 gifts to give that won’t leave
           you broke
“nerd values”


          do well by doing good
“...compared check-writing and
  volunteering to cutting the leaves and
branches off a tree, where the heart of the
busine...
think customer-centrically
not customer-centric
•                                          •
    You do everything you can to keep          You have ...
customer-centric
•                                          •
    You send customers to other                Your customer...
help others go further
spread love
akoha.com
value something bigger
• do well by doing good
• think customer-centrically
• help others go further
• spread love
• value something bigger
whuffie
will grow over time
so combine all of the
• turn the bullhorn around
• become part of the community you serve
• create amazing experiences
• embrace the chaos
• find...
you will raise whuffie
whuffie rich
=
better word of mouth
repeat sales
customer loyalty
=
big, fat increase to your
       bottom line
which will help you buy stuff
http://www.flickr.com/photos/brraveheart/2072543750/
which is why whuffie is the
 wiser way to go in any
         economy.
end.
In stores
                        April 21!
                         pre-order
                           today!




http:...
licensing:




http://www.slideshare.net/missrogue
about those rockin’ images:


•   Many are from iStockphoto.com (totally cool site)
•   except as marked on the photo...
 ...
some references
•   Akoha.com http://www.akoha.com

•   Microformats: http://www.microformats.org

•   OpenID: http://www....
Tara missrogue Hunt
  marketing lead, Intuit Partner Platform

            horsepigcow@gmail.com
                415.694.1...
Whuffie at Web 2.0 Expo
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Whuffie at Web 2.0 Expo

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Presentation I gave on April 2 at the web 2.0 expo.

Published in: Business, Technology, Design
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  • Great topic then :D.
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  • Thanks for posting these. I was so busy listening and tweeting about what you were saying in the presentation that I missed writing a couple of things down! It was great to listen to a presentation that wasn't just talking about what social media sites to plaster your stale old marketing messages in! Personally, I don't believe in 'social media marketing.' For my agency, 'The Conversation is the Thing.' Conversations may happen through social media technologies, but they also happen in other places online and offline. You need to look at all of it to find the best locations and conversation vehicles to build Whuffie for your company. Oh, you also should figure out what to say--not just interrupt the conversation with marketing bullets and sales pitches.

    I'm excited to read the book. Will it be available on Kindle?
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  • @AustinHill Of course Sean was there to see it! I think he's memorized it by now. :) He was there in his orange beenie, so I could conveniently point him out and then was surrounded by as many people as I was after the presentation. :)
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  • great topic but gone it overkill mode. fck 317 slides ...
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  • Great presentation Tara. I just wish I was there to have seen you deliver it because I'm sure you rocked it.

    Hope you are having fun. Thanks for the mention of Akoha. I hope Sean was there to see the presentation.
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Transcript of "Whuffie at Web 2.0 Expo"

  1. 1. less $$? more whuffie! how social capital is the key to building your business...even in tough economic times
  2. 2. the theme of this conference is
  3. 3. the power of less
  4. 4. #awesome
  5. 5. cause I’ve always done it that way
  6. 6. $1.2mm
  7. 7. competing against budgets >$100mm
  8. 8. became the #2 bestseller
  9. 9. [and, consequently, made alot more $$]
  10. 10. the $$ driven campaigns focused on
  11. 11. we focused on
  12. 12. $0
  13. 13. netted >1MM uploads
  14. 14. 24 hrs
  15. 15. ??
  16. 16. “ Half the money I spend on ” advertising is wasted; the trouble is I don't know which half. John Wanamaker
  17. 17. when you use
  18. 18. you can’t be quite sure who will receive your message like
  19. 19. but when you
  20. 20. you know exactly where you stand
  21. 21. which is why
  22. 22. when it comes to marketing
  23. 23. whuffie is wiser
  24. 24. lemme explain
  25. 25. web 2.0
  26. 26. Facebook = >180Million users Blogs = >115Million+ (+China’s 75M) MySpace = >110Million users Orkut = >75Million users Twitter = >15 Million
  27. 27. Twitter = >24,000 followers (>1300 followed) Facebook = >2,500 friends Flickr = >1,200 friends l’il ole me
  28. 28. scary
  29. 29. newsflash: you can’t shut the internets down
  30. 30. #FAIL
  31. 31. but I was actually really curious about this...
  32. 32. why were some companies being received with
  33. 33. while others were being greeted with
  34. 34. ?
  35. 35. while I was pondering this I picked up a book by
  36. 36. http://www.flickr.com/photos/eschipul/437288525/
  37. 37. [cory doctorow]
  38. 38. [boing boing]
  39. 39. instead of $$
  40. 40. whuffie
  41. 41. =
  42. 42. social capital
  43. 43. =
  44. 44. reputation
  45. 45. connections (both strong and weak)
  46. 46. influence
  47. 47. access to resources/ talent/more connections
  48. 48. favors added up (reciprocity)
  49. 49. publicly known accomplishments
  50. 50. levels of trust
  51. 51. etc
  52. 52. in cory’s future
  53. 53. when you
  54. 54. http://www.flickr.com/photos/notic/86343146/
  55. 55. whuffie
  56. 56. score
  57. 57. high score
  58. 58. =
  59. 59. good reputation
  60. 60. trustworthy
  61. 61. listen to their advice
  62. 62. you can also buy stuff with your whuffie
  63. 63. http://www.flickr.com/photos/brraveheart/2072543750/
  64. 64. but something sounded familiar to me
  65. 65. it isn’t futuristic nor is it fictional
  66. 66. it’s here and now
  67. 67. it’s how we relate to one another
  68. 68. online communities
  69. 69. ping!
  70. 70. Friended!
  71. 71. ping! hmmm...don’t know him well enough to transfer trust...
  72. 72. A. ask for more info B. ignore for now
  73. 73. so if
  74. 74. a quick
  75. 75. http://www.flickr.com/photos/notic/86343146/
  76. 76. would tell me
  77. 77. he’s not interested in being my friend
  78. 78. he wants value from me
  79. 79. without providing me any value
  80. 80. [reciprocity]
  81. 81. if you want to become an influencer
  82. 82. someone who is whuffie rich
  83. 83. whose ideas spread
  84. 84. who is well-loved
  85. 85. you need to
  86. 86. credibility
  87. 87. it’s really as simple as that
  88. 88. but there’s a catch
  89. 89. didn’t happen overnight
  90. 90. it required a different perspective
  91. 91. alot of time and attention
  92. 92. it won’t cost you very much $$
  93. 93. and you’ll see results in real time
  94. 94. it involves
  95. 95. 5 key components to raising whuffie
  96. 96. #1. turn that bullhorn around
  97. 97. how marketing looked before the internet
  98. 98. then came the competition
  99. 99. got louder
  100. 100. and louder
  101. 101. led to
  102. 102. main characteristic
  103. 103. impersonal
  104. 104. http://www.flickr.com/photos/b-tal/179390300/
  105. 105. http://www.flickr.com/photos/tin-g/90143310/
  106. 106. which is why
  107. 107. people we trust
  108. 108. if you are still
  109. 109. you are totally missing
  110. 110. http://www.flickr.com/photos/striatic/133146861/
  111. 111. if you want to
  112. 112. http://www.flickr.com/photos/klapow/39693385/
  113. 113. sounds easy, but it isn’t
  114. 114. focus on individuals
  115. 115. understand the needs of a community
  116. 116. that’s totally challenging
  117. 117. but if you don’t listen...and then respond...the silence will
  118. 118. smack down your whuffie
  119. 119. just ask Dell computer
  120. 120. http://www.flickr.com/photos/nrkbeta/3283932325/
  121. 121. “ DELL SUCKS. DELL LIES. Put that in your Google and ” smoke it Dell! Jeff Jarvis
  122. 122. http://www.flickr.com/photos/laughingsquid/464177597/
  123. 123. Dell turning the bullhorn around 1. Direct2Dell - blog where people could start talking to Dell about their experiences. 2. Instantly responding to fiascos (like the exploding laptop) 3. CES - blogger lounge with Michael Dell 4. Dell Idea Storm 5. Delivering on the ideas generated in the tool 6. rinse. repeat.
  124. 124. DELL turned their whuffie deficit into a whuffie making machine, stopping their decline in sales and stopped their bad press.
  125. 125. but if you want to really become
  126. 126. #2. become part of the community you serve
  127. 127. getting out
  128. 128. the question is
  129. 129. figure out
  130. 130. who is it that you serve?
  131. 131. what problem are you solving?
  132. 132. for whom?
  133. 133. knowing that makes it easier
  134. 134. then join them!
  135. 135. not as market research
  136. 136. not as a voyeur
  137. 137. not to sell anyone anything
  138. 138. if you join a community with the wrong intentions
  139. 139. authenticity matters
  140. 140. what you need to figure out is
  141. 141. learn from that
  142. 142. integrate it into what you are offering
  143. 143. lastly figure out
  144. 144. why would they give a damn?
  145. 145. seemingly infinite choice
  146. 146. what is the difference between
  147. 147. you need to be remarkable
  148. 148. because then
  149. 149. some people may even give a damn.
  150. 150. and how does one achieve remarkability?
  151. 151. #3. create amazing customer experiences
  152. 152. when I say amazing
  153. 153. I mean experiences that lead to
  154. 154. http://www.flickr.com/photos/lugolounge/6780004/
  155. 155. http://www.flickr.com/photos/teointarifa/490408075/
  156. 156. http://www.flickr.com/photos/60852569@N00/242746787/
  157. 157. and then you will
  158. 158. this doesn’t need to be complicated
  159. 159. 10 things you can do to create amazing experiences
  160. 160. 1. The Dazzle is in the Details.
  161. 161. moleskine http://flickr.com/photos/confusedvision/226129765/
  162. 162. 1. The Dazzle is in the Details. 2. Go Above and Beyond.
  163. 163. TED conference http://flickr.com/photos/stewart/433935679/
  164. 164. 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion.
  165. 165. vosges http://flickr.com/photos/quintanaroo/1516782327/
  166. 166. 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion. 4. Inject Fun into the Experience.
  167. 167. flickr http://flickr.com/photos/joshb/1408947023/
  168. 168. 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion. 4. Inject Fun into the Experience. 5. Make Something Mundane Fashionable.
  169. 169. method home products http://flickr.com/photos/schweb/2890697924/
  170. 170. 6. Let People Personalize.
  171. 171. moo cards http://flickr.com/photos/schweb/2890697924/
  172. 172. 6. Let People Personalize. 7. Be Experimental.
  173. 173. threadless
  174. 174. 6. Let People Personalize. 7. Be Experimental. 8. Simplify.
  175. 175. 37 signals
  176. 176. 6. Let People Personalize. 7. Be Experimental. 8. Simplify. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness.
  177. 177. Zappos.com http://www.flickr.com/photos/laughingsquid/2476324694/
  178. 178. 6. Let People Personalize. 7. Be Experimental. 8. Simplify. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness. 10.Be a Social Catalyst.
  179. 179. community.intuit.com
  180. 180. #4. embrace the chaos
  181. 181. controlling the message?
  182. 182. heh
  183. 183. http://www.flickr.com/photos/wiseacre/153532248/
  184. 184. I know...it’s hard to embrace the chaos...
  185. 185. long history
  186. 186. of fear
  187. 187. the fear mongers • corporate espionage • competition • security • litigation • bad-mouthers • mistrust
  188. 188. it’s on their shoulders • Legal • Public Relations/Corporate Communications • IT
  189. 189. understand the need for security
  190. 190. but balance it with the need for openness
  191. 191. there are many benefits to openness and transparency
  192. 192. benefits of embracing the chaos • you’ll be better prepared for the unexpected • you’ll join in the conversation that is already happening and be welcomed for this move • it will bring in the opportunity for collaboration • it will make your ideas stronger • it will create supporters you didn’t know you had
  193. 193. in the old days, you had one chance to get the message just right...
  194. 194. today, you have multiple conversations and iterations to build that message with your customers and audience.
  195. 195. Funny how we create our own rat traps in our success. Once we're 'there' we can no longer do the stuff that made us successful in the 1st place.
  196. 196. ...or can we?
  197. 197. we’re just one more step away from
  198. 198. here is some food for thought
  199. 199. while money is part of the
  200. 200. market economy
  201. 201. whuffie is part of the
  202. 202. it acts kind of opposite
  203. 203. the more you give away, the more whuffie you gain
  204. 204. whuffie is only valuable when it circulates
  205. 205. and as it circulates, it
  206. 206. but we still need to make $$ to pay the rent
  207. 207. so the question is...
  208. 208. what can you give away that won’t leave you broke?
  209. 209. #5. find your higher purpose.
  210. 210. born out of passion?
  211. 211. serving a need?
  212. 212. fighting the good fight?
  213. 213. maybe that stuff doesn’t interest you
  214. 214. maybe you just want to
  215. 215. does it mean that you will be whuffie poor?
  216. 216. nah.
  217. 217. you just have to find a way to give back to the community
  218. 218. the more you give, the more that comes back
  219. 219. 5 gifts to give that won’t leave you broke
  220. 220. “nerd values” do well by doing good
  221. 221. “...compared check-writing and volunteering to cutting the leaves and branches off a tree, where the heart of the business and its ability to impact the world positively is the tree itself.” Gary Hirshberg, CEO, Stonyfield Farms
  222. 222. think customer-centrically
  223. 223. not customer-centric • • You do everything you can to keep You have a long list of customer your customers on your website. relations policies. Any exception to those policies has to go up the chain of command for approval. • You measure number of visitors and time spent on your website as • whether you are successful. You need to create multiple instructional videos so that your customers will understand how to • When budgets get tightened, you use your product. make cutbacks in areas like customer service, marketing, • support staff and design. You demand social media strategies that win over the ‘influencers’ to blog or tweet about your product. • You are bothered by a customer describing your product in their own words that doesn’t match your brand.
  224. 224. customer-centric • • You send customers to other Your customers are doing things websites. with your product you never dreamed and are posting videos. • You measure how many people refer • their friends to you as success. Influencers are adding you as friends on social networks. • You let people feed in their content • from other sites easily. You work with your competitors towards better customer experiences for all. • When budgets get tightened, you tighten operational costs. • You know you compete for your customers’ attention with everyone. • Your only customer service policy is to do right by the customer.
  225. 225. help others go further
  226. 226. spread love
  227. 227. akoha.com
  228. 228. value something bigger
  229. 229. • do well by doing good • think customer-centrically • help others go further • spread love • value something bigger
  230. 230. whuffie
  231. 231. will grow over time
  232. 232. so combine all of the
  233. 233. • turn the bullhorn around • become part of the community you serve • create amazing experiences • embrace the chaos • find your higher purpose
  234. 234. you will raise whuffie
  235. 235. whuffie rich
  236. 236. =
  237. 237. better word of mouth
  238. 238. repeat sales
  239. 239. customer loyalty
  240. 240. =
  241. 241. big, fat increase to your bottom line
  242. 242. which will help you buy stuff
  243. 243. http://www.flickr.com/photos/brraveheart/2072543750/
  244. 244. which is why whuffie is the wiser way to go in any economy.
  245. 245. end.
  246. 246. In stores April 21! pre-order today! http://thewhuffiefactor.com
  247. 247. licensing: http://www.slideshare.net/missrogue
  248. 248. about those rockin’ images: • Many are from iStockphoto.com (totally cool site) • except as marked on the photo... • a screenshot of my friendwheel: http:// apps.facebook.com/friendwheel • and the logos & screengrabs I stole from all of the respective sites...
  249. 249. some references • Akoha.com http://www.akoha.com • Microformats: http://www.microformats.org • OpenID: http://www.openid.net • Creative Commons: http://www.creativecommons.org • BarCamp: http://barcamp.org • Coworking: http://coworking.info • Ma.gnolia: http://ma.gnolia.com • Friend Wheel: http://apps.facebook.com/friendwheel • Great internet stats: http://pewinternet.org • Whuffie: http://en.wikipedia.org/wiki/Whuffie
  250. 250. Tara missrogue Hunt marketing lead, Intuit Partner Platform horsepigcow@gmail.com 415.694.1951 twitter: missrogue skype: tarahunt747 www.horsepigcow.com
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